Post on 20-Jun-2020
U.S. Travel Tracker April 2020:
Emerging Consumer Segments
Skift Research
Haixia Wang, VP of Research
Research.Skift.com
Report Overview
Skift Research continues our quest to understand where consumers stand in their decisions about travel and what will change whenthey start to travel again through our monthly travel tracker survey. Our April survey was fielded on May 7–11, when some U.S. States had already reopened for businesses at various levels.
Overall, we saw some brighter signs across the board. While travel incidences were still dismal, people were more optimistic of the economic recovery and their personal financial improvement. However, is the worst really behind us? With no effective treatment for the virus, now it’s up to the travel industry to up the standards to make sure people can travel safely.
People react and respond to traumatic experiences at the scale of COVID-19 differently. In addition, people’s lives are affected by the pandemic differently. All these will shape how consumers open up to travel. Travel companies need to look deeper into these factors about their core customer segments and offer the right services for them.
In addition to revealing findings on how COVID-19 is impacting travel at the moment, we delve into a few consumer segments that might be resulted from COVID-19. We find that out of all the indicators, how COVID-19 has impacted a person’s life, real or perceived, has the strongest association with changing future travel outlook.
2
Survey Methodology
Skift Research’s monthly U.S. travel tracking surveys are conducted to examine the travel penetration rates and detailed travel behavior of the U.S. population. The sample population represents the demographic breakdowns of age, gender, income, race/ethnicity, and residential location of the U.S. Census Bureau. Respondents are asked to report if they traveled in the previous month and recall travel-related details if they did. Our January survey was fielded on February 25–28, 2020 with a total sample of 1,002. Our February survey was fielded on March 12–16, 2020, with a total sample of 1,085. Our March survey was fielded on April 8–13, 2020, with a total sample of 1,022. Our April survey was fielded on May 7–11, 2020, with a total sample of 1,077. All surveys were fielded online by a trusted third-party consumer panel provider.
In addition to the factual travel occurrences, we also asked respondents their perceptions on the macro-level economic condition as well as their personal financial and travel outlook. Given those questions reflect what respondents felt at the time of the survey, the date for those questions that we refer to in this report is the month when the survey was conducted, instead of the month when travel happened.
3
Key Takeaways• The U.S. travel industry might have put the worst behind it in April. Only 19% of Americans traveled in April,
compared to 46% of them who did so in January. • For those who did travel, it was not traveling for fun in most cases. People were traveling to visit family and friends
or stay closer to families during the crisis. • As a result, over 40% of April personal trips didn’t involve paid stays. Instead, people were staying in private
residences. • As many states start to reopen in May, consumers are feeling a lot more optimistic about the economic recovery
than in the last two months. • Travel booking cancellations and rescheduling in April were still as high as the March number. • However, the pent-up demand might trigger a travel surge, on condition that there is a high sense of safety. More
consumers expected to increase travel spending in the next 12 months in May than in February, pre-COVID-19. • In May, even more consumers said they were likely to change travel preferences post-COVID-19 than in April. Safety,
social distancing, and control of the environment all play crucial roles in choices of stays, transportation modes and destinations.
• Of all the demographic segmentations such as age, income, racial and ethnic background, education, marital status, and dependent children, only age and life stage seem to have some impact on when people will travel again and how they will travel, while most others don’t have a linear correlation with future travel intent.
• In terms of future travel intent, what stands out is how the perceived COVID-19 impact on life affects almost all measures of future travel outlook. Those whose life were deeply impacted, whether real or perceived, are much more likely to change their behavior Post-COVID-19 than those less impacted.
4
Key Topics
• Travel incidences Jan – April 2020• COVID-19 impacted travel Feb – April 2020• Changing consumer sentiments on the economic outlook Feb –
May 2020 • Changing consumer intent on future travel April – May 2020• Impact of COVID-19 on different consumer segments
5
Travel Incidences Jan – Apr 2020
• Number of U.S. consumers who traveled
• Changing trip purposes and destination types
• Trends for accommodation types and flights
6
45.9%
40.5%
25.0%
18.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan-20 Feb-20 Mar-20 Apr-20
% of U.S. Population Who Traveled Jan – Apr 2020
Source: Skift Research, May 2020
Travel Rates • Number of U.S. consumers who traveled dipped from 46% in January to 19% in April• As many states started to reopen in May, we are looking to see the number gets better
7
39% 39%
10%
5%
35% 34%
14%
9%
34%
28%
15%
9%
5%
2%
34%
16% 16%
11%9%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Visiting family/friends Vacation General business Business -convention/conference/trade
show
To stay with or near my familybecause of the coronavirus
To stay in a safer place thanwhere I live because of the
coronavirus
Top Travel Purposes Jan - Apr 2020
Jan-20 Feb-20 Mar-20 Apr-20
Source: Skift Research, May 2020
Travel Purposes • Leisure trips for vacation as a percentage of total trips in April dropped to more than half of February’s• Most of the personal trips were to visit family/friends or to stay near families because of the pandemic
8
31%
28%26%
12%
32%
26%28%
13%
30%
21%
33%
9%
28%
24%
37%
19%
0%
10%
20%
30%
40%
50%
Urban center Beach Small town/countryside National park
Top Destinations Jan - Apr 2020
Jan-20 Feb-20 Mar-20 Apr-20
Travel Destinations • With visiting family being the main purpose of travel, small towns and countryside continue the rise as
the most visited destinations
• National parks also gained share of visits as a way of avoiding crowds
Source: Skift Research, May 2020 9
60%
25%
6%
60%
23%
4%
50%
35%
6%
42% 41%
2%
0%
10%
20%
30%
40%
50%
60%
70%
A hotel A private residence A vacation rental
Main Accommodation Types Jan – Apr 2020
Jan-20 Feb-20 Mar-20 Apr-20
Accommodations • All paid stays continued to suffer losses• Private residence accounted for 41% of all personal travel stays in April
Personal trips onlySource: Skift Research, May 2020 10
Accommodations • B&B, all-inclusive resorts and campground all gained share slightly in April
Jan-20 Feb-20 Mar-20 Apr-20
A hotel 59.8% 60.0% 50.0% 41.8%
A private residence 24.8% 23.0% 34.6% 40.8%
A bed-and-breakfast inn 4.5% 4.1% 1.2% 6.1%
An all-inclusive resort hotel 2.4% 2.6% 2.5% 4.1%
A campground, trailer or cabin 1.5% 3.0% 2.5% 3.1%
A vacation rental 5.7% 4.4% 6.2% 2.0%
A hostel 0.3% 1.5% 1.9% 2.0%
Owned timeshare 0.6% 1.9% 0.6% 2.0%
A cruise ship 2.1% 2.6% 1.2% 0.0%
Other 3.9% 5.9% 3.7% 6.1%
What type of accommodation did you use for this trip?
11
28%
61%
30%
52%
20%
30%
9%
0%
10%
20%
30%
40%
50%
60%
70%
Personal Travel Business Travel
Trips That Include Flights in Jan - Apr 2020
Jan-20 Feb-20 Mar-20 Apr-20
Flights • Air travel continued the fall into the direst situation• Personal trips that included a flight was barely 9% in April
Source: Skift Research, May 2020 12
Transportations• 89% of April trips were taken by driving
Jan-20 Feb-20 Mar-20 Apr-20
Rental car 15.4% 12.2%
My own car 68.5% 76.5%
Bus 5.6% 3.1%
Train 4.3% 1.0%
Cruise 1.2% 1.0%
Flight 27.8% 30.0% 20.4% 9.2%
What type of transportation did you use during this trip?*
* Question was "Did you take any flight(s) during this trip?" for January and February surveys
13
COVID-19 Impacted Travel Feb – Apr 2020
• Number of booking cancellations and rescheduling
• Details of altered trip plans
• Discount-induced new travel bookings
14
10%8%
12%
18%
34%
17%
28% 29%
38%
19%
31%27%
0%
10%
20%
30%
40%
50%
Travel Cancellation Travel Rescheduling Travel Postponement Cancellation for UpcomingTravel
COVID-19 Impacted Travel Feb - Apr 2020
Feb-20 Mar-20 Apr-20
Altered Travel Planning • Travel plan changes as a result of the pandemic had yet to reach the bottom
• 38% of consumers cancelled pre-booked April travel, another 19% rescheduled pre-booked April travel
to a later date• 31% of consumers planned to book and take a trip in April but postponed the trip to later
Source: Skift Research, May 2020 15
Feb-20 Mar-20 Apr-20
Yes 9.7% 33.9% 38.0%
No 90.3% 66.1% 62.0%
Did you cancel any previously booked trip(s) that you were supposed to take this month
due to concerns about coronavirus?
Feb-20 Mar-20 Apr-20
1 75.2% 77.2% 80.9%
2 21.0% 19.7% 16.2%
3 or more 3.8% 3.2% 2.9%
How many previously booked trips for the month did you cancel?
Feb-20 Mar-20 Apr-20
In the U.S. 85.2% 85.1% 82.2%
Outside the U.S. 14.8% 14.9% 17.8%
Where did you plan to go for this trip?
Feb-20 Mar-20 Apr-20
Vacation 43.7% 31.1% 44.0%
Visiting family/friends 26.7% 26.7% 22.6%
General business 16.3% 16.7% 13.1%
Business - convention/conference/trade show 4.4% 13.3% 13.1%
What was the main purpose of this canceled trip?
Cancellation of Previously Booked April Trips• International trips accounted for 18% of all cancelled April trips
• Business events continued to account for a significant share of cancellations in April
16
Rescheduling of Previously Booked April Trips• Compared to March, more consumers in April rescheduled their trips to 7 months or later
Feb-20 Mar-20 Apr-20
Yes 7.6% 17.4% 18.8%
No 92.4% 82.6% 81.2%
In this month, did you reschedule any previously booked trip(s) that you were supposed
to take due to concerns about coronavirus?
Feb-20 Mar-20 Apr-20
1-3 months from now 27.7% 28.1% 22.8%
4-6 months from now 44.6% 33.1% 36.5%
7-9 months from now 13.3% 16.9% 19.6%
10-12 months from now 10.8% 13.5% 13.2%
More than a year from now 12.0% 12.9% 12.7%
When did you reschedule your trip(s) for?
Feb-20 Mar-20 Apr-20
In the U.S. 79.5% 84.3% 83.6%
Outside the U.S. 21.7% 19.7% 21.2%
Where did you plan to go for this rescheduled trip?
Feb-20 Mar-20 Apr-20
Vacation 50.6% 45.5% 54.0%
Visiting family/friends 31.3% 35.4% 36.5%
General business 16.9% 10.1% 7.9%
Business - convention/conference/trade show 4.8% 11.8% 9.0%
What was the main purpose of this rescheduled trip?
17
Postponement of April Trip Bookings• In addition to pre-booked trips, COVID-19 also deterred a significant number of planned but not-booked
travel in April
Feb-20 Mar-20 Apr-20
Yes 12.4% 28.3% 30.6%
No 87.6% 71.7% 69.4%
Did you plan to book and take any travel this month, but postponed due to concerns
about coronavirus?
Feb-20 Mar-20 Apr-20
In the U.S. 88.8% 86.2% 83.8%
Outside the U.S. 13.4% 16.6% 17.9%
Where did you plan to go for this postponed trip?
Feb-20 Mar-20 Apr-20
Vacation 45.5% 47.8% 47.4%
Visiting family/friends 35.1% 43.9% 39.6%
Business - convention/conference/trade show 13.4% 7.6% 7.8%
General business 10.4% 10.0% 7.5%
What was the main purpose of this postponed trip?
18
April Cancellation for Upcoming Trips• With all the uncertainties, cancellation of upcoming trips continued to be high in April
• Cancellation for upcoming international trips might continue to account for a large share as borders
remain closed
Feb-20 Mar-20 Apr-20
Yes 17.6% 29.5% 27.4%
No 82.4% 70.5% 72.6%
Did you cancel any previously booked trip(s) that are upcoming in the next few months
due to concerns about coronavirus?
Feb-20 Mar-20 Apr-20
In the U.S. 77.5% 79.4% 78.3%
Outside the U.S. 26.7% 23.9% 25.0%
Where did you plan to go for this trip?
Feb-20 Mar-20 Apr-20
Vacation 58.6% 60.8% 56.5%
Visiting family/friends 30.4% 30.2% 30.1%
Business - convention/conference/trade show 11.0% 8.6% 6.5%
General business 9.9% 9.6% 9.4%
What was the main purpose of this canceled trip?
19
7.6%
6.4%
8.3%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Feb-20 Mar-20 Apr-20
Travel Booking Due to Deeper Discount Feb – Apr 2020
Discount-Induced Travel Bookings in April• There was a slight uptake in travel bookings because of cheaper prices
• A rise in the number will be a good indicator of some level of certainty and confidence to travel
Source: Skift Research, May 2020 20
Discount-Induced Travel Bookings in April• A majority of those discount-induced bookings were to happen in the next 6 months
• Yet there was an increase in number of people who booked the trip for 6 months or later
Feb-20 Mar-20 Apr-20
Yes 7.6% 6.4% 8.3%
No 92.4% 93.6% 91.7%
In this month, did you book a trip that you would otherwise not consider because travel
companies were offering deeper discounts due to the coronavirus?
Feb-20 Mar-20 Apr-20
I took the trip already 21.7% 13.8% 9.5%
1-3 months from now 37.3% 33.8% 32.1%
4-6 months from now 27.7% 33.8% 31.0%
7-9 months from now 10.8% 10.8% 15.5%
10-12 months from now 7.2% 6.2% 9.5%
More than a year from now 6.0% 9.2% 11.9%
When was the trip booked for?
Feb-20 Mar-20 Apr-20
In the U.S. 88.0% 86.2% 84.5%
Outside the U.S. 14.5% 13.8% 19.0%
Where did you plan to go for this trip?
21
Changing Consumer Sentiments on the Economic
Outlook Feb – May 2020
• Changing concerns and impact levels of COVID-19
• Macro- and personal economic outlook trends
• Travel spending outlook trends
22
Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020
38% 38%
63%
24%
56%
30%
0%
10%
20%
30%
40%
50%
60%
70%
Very concerned A little concerned
Concern About the Coronavirus Outbreak Mar - May 2020
Mar-20 Apr-20 May-20
Concerns About COVID-19• Consumer concerns about the outbreak peaked in April
• By early-May, as number of cases went down and states were reopening, the concern level went down
23
Impact of COVID-19 on Life• Similarly, the impact on life also peaked in April
• By early-May, slightly over half of consumers said their life was very much impacted by the outbreak,
decreasing from 60% who said so in April
Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020
24
31%
60%
52%
0%
10%
20%
30%
40%
50%
60%
70%
Mar-20 Apr-20 May-20
% of Consumers Whose Life Was Very Much Impacted by COVID-19, Mar – May 2020
9%
29%31%
21%
10%
27%
36%
17%
12%
8%
31%34%
8%
18%
8%
25%
32%
11%
24%
8%
0%
10%
20%
30%
40%
50%
Much worse Slightly worse No change Slightly better Much better
Perception of the U.S. Economic Condition in the Next 12 Months
Feb-20 Mar-20 Apr-20 May-20
Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020
U.S. Economic Outlook• Despite the looming uncertainties and the high unemployment rate, consumers were much more
confident about the economic recovery in May than in March and April
25
6%
15%
36%
30%
13%13%
30%33%
14%
9%
16%
30%32%
15%
7%10%
26%
35%
22%
8%
0%
10%
20%
30%
40%
50%
Much worse Slightly worse No change Slightly better Much better
Perception of the Personal Economic Condition in the Next 12 Months
Feb-20 Mar-20 Apr-20 May-20Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020
Personal Economic Outlook • Outlook for personal financial situation followed the same trajectory
• Nearly 30% of consumers believed their financial situation would improve in the next 12 months in May
26
Survey was conducted on May 7-11Source: Skift Research, May 2020
U.S. Population Whose Employment Status Was Impacted by COVID-19 (May 2020)
Personal Economic Outlook • The optimistic outlook could be a result of consumer believing that their COVID-19 impacted job
situation in the last couple of months would improve when the outbreak gets under control
Yes30%
% of Population Whose Employment Status Was Impacted by COVID-19
26%
21% 21%
17% 16%
0%
5%
10%
15%
20%
25%
30%
I was laidoff
I am onfull
furlough
I am onpartial
furlough
I took asalary cut
Other
How People’s Employment Status Was Impacted
27
5%
11%
50%
26%
7%
13%
26%
42%
11%7%
14%
30%
37%
12%8%
4%
17%
37%
26%
15%
0%
10%
20%
30%
40%
50%
60%
Expect to decreasesignificantly
Expect to decreaseslightly
No change Expect to increaseslightly
Expect to increasesignificantly
Expectation of Travel Spending Changes in the Next 12 Months, Feb –May 2020
Feb-20 Mar-20 Apr-20 May-20
Survey was conducted on March 12-16, April 8-13 and May 7-11Source: Skift Research, May 2020
Travel Spending Outlook• More consumers expect to increase travel spending significantly NOW than in February
• The pent-up demand might be the reason for this thinking. However, the key question is how to travel
safely
28
Changing Consumer Intent on Future Travel
• Expected travel timing
• Expectation of travel changes due to COVID-19
• Likely accommodation, transportation, and destination
shifts post COVID-19
29
6%
27% 28%
13%9%
18%
7%
22%
26%
14%11%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Immediately In 1-3 months In 4-6 months In 7-9 months In 10-12months
In more than ayear
Expected Travel Time After Travel Restrictions Are Lifted, April and May 2020
Apr-20 May-20
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Travel Timing Outlook• With slight decrease from April, there were still over 50% of consumers expecting to travel within 6
months after travel restrictions were lifted
• On the other end though, 21% of consumers said they would hold off traveling until one year or later
30
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Travel Type Outlook• Two thirds of Americans expected their resumed travel to begin with a road trip
• Still, 20% of consumers said they would take a flight in their first trip
31
1%
4%
4%
8%
16%
26%
41%
2%
5%
5%
7%
16%
28%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
in the U.S., 100 or more miles away from home, by train/bus
in the U.S., less than 100 miles away from home, by flight
In the U.S., less than 100 miles away from home, by train/bus
Outside the U.S.
in the U.S., 100 or more miles away from home, by flight
in the U.S., 100 or more miles away from home, by car
In the U.S., less than 100 miles away from home, by car
Expected First Trip Trype, April and May 2020
May-20
Apr-20
37%
30%27%
42%
33% 32%
0%
10%
20%
30%
40%
50%
60%
Accommodation Transportation Destination
Consumers Who Expect to Change Travel Preferences Post-COVID-19, April and May 2020
Apr-20 May-20
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Changing Travel Preferences• With no effective prevention or treatment, more people will opt for a travel journey they deem safer
• More consumers in May said they would reconsider where they stay, where they go and how they get to
the destination than in April
32
64%
7% 6%3%
6%
50%
23%18% 16%
9%
48%
23%
17%
24%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Branded chain hotel Vacation rental(apartment, house)
Bed-and-breakfastinn
All-inclusive resorthotel
Independentboutique hotel
Preferred Accommodation Types Post COVID-19, April and May 2020
Jan/February 2020 Stays Preferred Stays Apr-20 Preferred Stays May-20
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Changing Accommodation Preferences• For accommodation, what deems safer seems more subjective for now
• Perception of cleaning standards, control of environment, and exposure to the crowds all come to play in
people’s decisions
33
29%
77%
22%
12%
6% 6%
80%
21%
11%
5% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Car Flight Train Cruise Bus
Preferred Transportation Types Post COVID-19, April and May 2020
Jan/February 2020 Flights Preferred Stays Apr-20 Preferred Stays May-20Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Changing Transportation Preferences• Driving prevails as the most preferred transportation mode
• Convincing consumers to use other modes might involve much improved safety standards
34
27% 27%
12%14%
31%
14%
9%6%
50%
37%
30%
18% 17%16% 15%
9%
50%
42%
36%
17%
13%
22%
10% 10%
0%
10%
20%
30%
40%
50%
60%
Beach Smalltown/countryside
National park Amusement/themepark
Urban center Cultural/historicalheritage
Sporting (skiing,golfing, etc.)
Wellness retreat
Preferred Destination Types Post COVID-19, April and May 2020
Jan/February 2020 Destinations Preferred Stays Apr-20 Preferred Stays May-20
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Changing Destination Preferences• Small town/countryside and national parks where you can exercise social distancing continue the rise as
preferred destinations in May
• Popular urban centers might face the biggest tourism challenge in the near future
35
Consumer Segments
36
• Age factor
• Life stage factor
• Impact of COVOD-19 on life factor
44%49%
60%62%
77% 79%
63%
42%
54% 56% 55%51%
72%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18–24 25–34 35–44 45–54 55–64 65+ Total
% of Consumers Very Concerned About COVID-19, by Age, April and May 2020
Apr-20 May-20
Age Factor – Concerns About COVID-19• Back in April, age had a strong linear correlation with levels of concerns about the coronavirus
• However, except for the seniors, the age effect largely diminished for other groups
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
37
53% 56%61% 59%
65% 65%60%
48%52%
61%
53%47% 48%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
18–24 25–34 35–44 45–54 55–64 65+ Total
% of Consumers Whose Life Very Much Impacted by COVID-19, by Age, April and May 2020
Apr-20 May-20
Survey was conducted on April 8-13 and May 7-11Source: Skift Research, May 2020
Age Factor – Impact of COVID-19 on Life• Age factor on perceived COVID-19 impact on personal life followed the same trajectory as concerns
• In May, consumers at 35-44 age range had the highest percentage of indicating live was very much
impacted by COVID-19
38
45%40%
32% 32%
24%27%
32%34%
39%
28%
23%27%
18%
29%
0%
10%
20%
30%
40%
50%
60%
18–24 25–34 35–44 45–54 55–64 65+ Total
% of Consumers Expecting to Travel Within 3 months After Travel Restrictions Are Lifted, by Age, April and May 2020
Apr-20 May-20
Survey was conducted on May 7-11Source: Skift Research, May 2020
Age Factor – Travel Timing• Similarly, by May, age is not a significant indicator of when to start traveling after travel restrictions are
lifted
39
53%49%
59%
51%47%
64%
54% 53%
61%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
All marriedor domesticpartnership
No childrenunder 18
Childrenunder 18
Allseparatedor divorced
No childrenunder 18
Childrenunder 18
All single No childrenunder 18
Childrenunder 18
Total
% of Consumers Whose Life Very Much Impacted by COVID-19, by Marital and Child Status (May 2020)
Life Stage Factor – Impact of COVID-19 on Life• Having children under 18 or not is a significant factor on how life is impacted by the pandemic
Survey was conducted on May 7-11Source: Skift Research, May 2020 40
29%
24%
35%
28% 28% 28%30% 30%
28% 29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
All marriedor domesticpartnership
No childrenunder 18
Childrenunder 18
Allseparatedor divorced
No childrenunder 18
Childrenunder 18
All single No childrenunder 18
Childrenunder 18
Total
% of Consumers Expecting to Travel Within 3 Months After Travel Restrictions Are Lifted, by Marital and Child Status (May 2020)
Survey was conducted on May 7-11Source: Skift Research, May 2020
Life Stage Factor – Travel Timing• Married couples with dependent children were the least likely to expect traveling within 3 months after
travel reopening
41
42%39%
46%
35% 33%
40%
45% 43%
56%
42%
0%
10%
20%
30%
40%
50%
60%
All marriedor domesticpartnership
No childrenunder 18
Childrenunder 18
Allseparatedor divorced
No childrenunder 18
Childrenunder 18
All single No childrenunder 18
Childrenunder 18
Total
% of Consumers Who Expect to Change Accommodation Preference Post-COVID (May 2020)
Life Stage Factor – Accommodation Preferences• Having children, regardless of marital status, is more likely to be associated with changing
accommodation preferences in the post-COVID travel
Survey was conducted on May 7-11Source: Skift Research, May 2020
42
35%31%
40%
33% 33% 32% 33% 32%
44%
33%
0%
10%
20%
30%
40%
50%
60%
All marriedor domesticpartnership
No childrenunder 18
Childrenunder 18
Allseparatedor divorced
No childrenunder 18
Childrenunder 18
All single No childrenunder 18
Childrenunder 18
Total
% of Consumers Who Expect to Change Transportation Preference Post-COVID (May 2020)
Survey was conducted on May 7-11Source: Skift Research, May 2020
Life Stage Factor – Transportation Preferences• For transportation, only married and single parents had higher chances of changing preferences
• We didn’t find significant life stage association with destination preference changes
43
50%
14%
37%
28%
40%
32% 30%
51%
19%
63%
8%
29%
44%
29% 27%
52%
25% 23%
0%
10%
20%
30%
40%
50%
60%
70%
Worse No change Better Worse No change Better Decrease No change Increase
Economy Personal Finance Travel Expenses
Economic and Travel Outlook for the Next 12 Months, by Impact of COVID-19 (May 2020)
Less impacted Very much impacted
Survey was conducted on May 7-11Source: Skift Research, May 2020
Impact of COVID-19 Factor – Economic and Travel Outlook• Significantly higher number of highly impacted consumers expected worse economic and personal
conditions in the next 12 months
44
36%
24%21%
19%22%
28% 28%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Within 3 months In 4-6 months In 7-12 months In more than a year
Expected Travel Time After Travel Restrictions Are Lifted, by Impact of COVID-19 (May 2020)
Less impacted Very much impacted
Impact of COVID-19 Factor – Travel Timing• The highly impacted were much less likely to plan to travel soon than the less impacted
Survey was conducted on May 7-11Source: Skift Research, May 2020
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29%
24%21%
53%
42% 42%
0%
10%
20%
30%
40%
50%
60%
Accommodation Transportation Destination
% of Consumers Who Expect Travel Preference Changes, by Impact of COVID-19 (May 2020)
Less impacted Very much impacted
Impact of COVID-19 Factor – Travel Preferences• The highly impacted were much more likely to change travel preferences post COVID
Survey was conducted on May 7-11Source: Skift Research, May 2020
46
22%
15% 14% 12%
40%38%
25%22%
17% 17%
47%
54%
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6
To-Do Activities After the Pandemic Is Under Control, by Impact of COVID-19 (May 2020)
Less impacted Very much impacted
Survey was conducted on May 7-11Source: Skift Research, May 2020
Impact of COVID-19 Factor – Behavioral Change• More highly impacted consumers indicated they would be more cautious spending money and would
avoid crowded spaces
• On the other hand, they were also more likely to plan on indulging in goods and experiences
• More research needs to be done on behavioral changes caused by COVID-19
1 - I will travel more to experience the world
2 - I will spend more money with companies that have helped
individuals and communities during the crisis
3 - I will spend more money purchasing goods and services that
make me feel good
4 - I will spend more money indulging in my hobbies and
interests
5 - I will be more cautious on spending money
6 - I will minimize going to places where there are big
crowds, such as malls, sports events, or museums
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Jan-20 Feb-20 Mar-20 Apr-20
Female 52.1% 52.5% 49.9% 50.5%
Male 47.5% 46.7% 48.5% 49.0%
Transgender / Non-binary 0.2% 0.5% 1.0% 0.2%
Prefer not to disclose 0.2% 0.3% 0.6% 0.3%
What is your gender?
Jan-20 Feb-20 Mar-20 Apr-20
18–24 10.2% 11.5% 9.2% 11.5%
25–34 18.5% 19.9% 17.9% 20.9%
35–44 20.1% 21.2% 22.0% 20.8%
45–54 19.6% 17.4% 16.1% 16.0%
55–64 14.5% 18.3% 15.9% 14.7%
65+ 17.3% 11.6% 18.8% 16.2%
What is your age?
Survey Demographics
Jan-20 Feb-20 Mar-20 Apr-20
Non-Hispanic White 64.7% 53.3% 63.5% 64.8%
Hispanic 14.5% 18.2% 16.4% 16.7%
Black 11.8% 16.1% 11.4% 10.7%
Asian 5.2% 8.1% 6.4% 5.4%
Native American 2.3% 1.8% 1.2% 1.0%
Other 1.6% 2.4% 1.2% 1.4%
What is your racial/ethnicity status?
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Jan-20 Feb-20 Mar-20 Apr-20
Less than $30,000 21.4% 23.9% 23.6% 22.4%
$30,000–$59,999 29.0% 28.1% 27.0% 25.9%
$60,000–$89,999 20.4% 18.3% 21.4% 21.2%
$90,000–$119,999 11.2% 11.6% 11.3% 11.6%
$120,000–$149,999 7.5% 6.9% 5.6% 8.3%
$150,000+ 10.6% 11.2% 11.2% 10.5%
What is your annual household income?
Jan-20 Feb-20 Mar-20 Apr-20
Employed full-time 42.2% 41.2% 41.5% 43.1%
Employed part-time 9.7% 10.0% 11.3% 12.0%
Self-employed 6.7% 8.2% 5.7% 5.0%
Retired 20.1% 19.2% 22.1% 19.4%
Unemployed 21.4% 21.5% 19.5% 20.6%
What is your current employment status?
Survey Demographics
Jan-20 Feb-20 Mar-20 Apr-20
Less than/some high school 2.5% 3.0% 3.3% 2.5%
High school 19.3% 20.3% 21.6% 18.7%
Some college 34.3% 32.4% 29.8% 31.2%
Bachelor’s degree 29.3% 28.8% 30.7% 32.5%
Master’s degree or higher 14.6% 15.5% 14.5% 15.2%
What is your highest level of educational attainment?
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Jan-20 Feb-20 Mar-20 Apr-20
Single (never married) 31.1% 33.3% 31.3% 35.4%
Married or domestic partnership 54.1% 53.3% 53.2% 50.6%
Separated or divorced 11.1% 10.0% 11.6% 10.0%
Widowed 3.7% 3.5% 3.8% 4.0%
What is your marital status?
Jan-20 Feb-20 Mar-20 Apr-20
Yes 29.3% 30.0% 27.8% 27.5%
No 70.7% 70.0% 72.2% 72.5%
Are you a primary caregiver for a child(ren) under the age of 18?
Survey Demographics
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See more at: Research.Skift.com
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Contact Us:Sean Willeysw@skift.com
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